2019 Winners & Shortlists

Describe any restrictions or regulations regarding Healthcare communications in your country/region (imposed by healthcare regulatory bodies, government, TV stations, etc.)

Dubai has one of the larges blue-collared worker populations in the region. Coming from South Asian countries with limited literacy, they normally converse in their native language. Not being able to read or write limits their comprehension of standard instructions which are usually in English.

Why is this work relevant for Direct?

The work is relevant to the category as it involves the consumer on a one-on-one basis. On top of this, it doesn't just serve as a communication piece but works as a functional tool which engages and interacts with the consumer.

Describe the target audience

Dubai has more than 750,000 blue-collared workers with impoverished backgrounds, limiting their literacy. Not being able to read, write, or converse in any other language except for their own makes it difficult for them to comprehend standardized instructions which are commonly in English. Especially when it comes to medication.

Background

Dubai has a huge number of blue-collared workforce. A vast majority come from rural areas from around the region and from the Asian sub-continent which covers India, Pakistan and Bangladesh. Most of these workers are illiterate and converse only in their native which limits their comprehension on many things. This includes taking medication. More than often, these workers make a guess on dosage and risk suffering from an overdose. To overcome this, the challenge was to devise a system which could work across the different profiles of workers. It had to be simple, cost-effective and above all universal in application.

Describe the creative idea (30% of vote)

To address the issue of literacy and to curtail the risk of an overdose, a simple pictorial prescription was devised. It clearly indicated all the key elements that were required. From the number of tablets or the amount of syrup, the frequency and time of consumption and the duration of the course, were all illustrated in a sticker which was paste on the medication packaging. Common and basic symbols were utilised to ensure comprehension was absolute.

Describe the strategy (20% of vote)

Dubai has a blue-collared workforce totalling close to 750,000. Most of them come from rural areas from around the region and from the Asian sub-continent which covers India, Pakistan and Bangladesh. Besides being mostly illiterate, these workers also converse only in their native language. Interaction with other residents a generally through hand gestures and guessing. While all workers are provided with healthcare benefits, there is no prescription system developed for those who are illiterate. Therefore, medications are consumed based on what was informed verbally or through handwritten indications besides the redundant printed labels.

Describe the execution (20% of vote)

Being the regulatory body in the emirate, Dubai Health Authority had the avenue to implement the initiative across all healthcare service providers especially with all pharmacies. Several key pharmacies which were frequented by blue-collared workers were identified to pilot the project. The feedback, response and effectiveness were monitored over a two-month period to accommodate revision and fine-tuning if they were necessary before the unique system became a mandate throughout Dubai. The successful implementation in Dubai will definitely pave way for a national-level launch.

List the results (30% of vote)

• 100% comprehension and ease of use by pharmacists • 97% comprehension by illiterate blue-collared workers • 0 reported cases of medication overdose in Dubai • Introduced to 247 registered pharmacies and government hospitals across Dubai